Fifteen years is a long time to commit to anything especially in the fast paced world of marketing but that’s exactly what Electronic Arts decided to do with ESPN. The video game maker will pay ESPN between $750 and $850 million for the exclusive right to use the ESPN brand name in at least nine of its sports games. The deal follows another in which EA paid the NFL $300 million to use the likeness of the League’s players, stadiums and uniforms.
